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Social Media and Marketing

IMC 541

This course is offered in:

M.S. Integrated Marketing Communications
M.S. Digital Marketing Communications

And required in:

Digital and Social Media Specialization (M.S. IMC) and Digital and Social Media Graduate Certificate
Higher Ed Marketing Specialization (M.S. IMC) and Higher Ed Marketing Graduate Certificate

Top Three Course Takeaways

  1. What social media marketing is and how to utilize social media strategically for the industry.
  2. How to create a social media marketing plan from start to finish.
  3. How to strategically and creatively execute ideas for a social media marketing plan.

Course Topics

  • Introduction to Social Media
  • Building a Strategic Social Media Framework
  • Social Media Listening and Monitoring
  • Understanding the Social Media Channels
  • Paid, Earned, Shared and Owned Media
  • Measurement Metrics to Quantify Success
  • Ethics and Legal Implications: Truth, Trust and Transparency

WORKLOAD:   (8-10 hours per week)

In this course, you will complete the following industry certification:
HubSpot Social Media Marketing Certification
Quintly Social Media Analytics Certification

This course examines the latest strategies for monitoring and engaging consumers in social media from a marketing perspective. Students explore popular platforms that brands use to connect with, engage and analyze target audiences.

Course Learning Outcomes:

  • Discover the difference between listening and monitoring on social media.
  • Demonstrate how consumers interact socially, via word-of-mouth, and how information spreads/diffuses over social networks.
  • Interpret how to evaluate the effectiveness and ROI of a social media plan using appropriate and informative metrics for tracking performance.
  • Analyze ethical and legal implications when integrating social media into marketing communications.
  • Develop a comprehensive social media marketing plan for a company or brand.

View Full IMC Course Listing    View Full Digital Course Listing

Social Media and Marketing Instructors

Drake headshot
Whitney Drake Senior Manager of GM Brand and Story Bureau at General Motors
wedrake@mix.wvu.edu Read More
Freberg headshot
Karen Freberg Associate Professor and Author
kafreberg@mix.wvu.edu Read More
Meisner headshot
Tod Meisner Sr Public Affairs Analyst - State Farm
tmm00012@mix.wvu.edu Read More